#South Korea #Seoul #aespa #Nongshim #Shin Ramyun

Nongshim Partners with aespa for Shin Ramyun Campaign

Nongshim, the renowned South Korean instant noodle maker, has officially announced a significant collaboration with K-pop sensation aespa. In a bold move towards global expansion, this partnership designates aespa as the first-ever Global Brand Ambassador for Shin Ramyun, a brand synonymous with spicy and flavorful instant noodles worldwide. This strategic choice highlights aespa's cultural relevance and the influence the group wields across international markets.

Why aespa?

Nongshim's choice of aespa is hardly surprising; the group's vibrant image and their authentic relationship with the brand since 2021 made them a natural fit. A Nongshim representative expressed confidence in aespa's ability to resonate with audiences, stating that the group’s strong cultural presence and global engagement would play a pivotal role in relaying the brand’s message: 'Spicy Happiness In Noodles'.

The New Commercial

As part of this partnership, Nongshim released a new commercial featuring aespa on its global YouTube channel. The ad is creatively designed in a music-video style and prominently showcases aespa's vocal talents and distinctive performance style. The soundtrack for this campaign is a delightful version of “Spice Up Your Life,” originally made famous by the Spice Girls in 1997, which aespa has skillfully reimagined to encapsulate their unique charm.

The commercial aims not just to promote Shin Ramyun but to bring the essence of 'spicy happiness' to a global audience. Featuring lively visuals of consumers enjoying the noodles, it emphasizes the universal appeal and joyful experience that comes with each bowl.

One particularly innovative addition to the commercial is an original 'Shin Ramyun Dance,' which integrates the preparation steps for enjoying Shin Ramyun. From opening the package to adding water and preparing chopsticks, each movement creatively represents the brand's identity through dance.

Global Rollout

The commercial is set to be launched in multiple overseas markets, including the United States, China, Japan, Europe, and Southeast Asia, ensuring that audiences around the world can engage with Shin Ramyun in a fresh and exciting way.

Special Promotion Featuring aespa

In addition to the advertisement, Nongshim is set to unveil an exclusive 'aespa Special Package' of Shin Ramyun. This unique multi-pack will bear a group image of aespa, while individual noodle packages will showcase each member, making it a collectible item for fans. This special package will first hit the stores in China this November, followed by a larger global distribution including South Korea.

Furthermore, select multi-packs will contain exclusive photocards featuring aespa members, along with handwritten messages and QR codes that link to behind-the-scenes content, granting fans a more personal connection to the group.

In-person activations are also on the agenda, comprised of branded pop-up experiences and various retail promotions across global markets, ensuring that the engagement goes beyond digital platforms.

aespa's Excitement

During the announcement, aespa expressed their enthusiasm, sharing, "Shin Ramyun has always been a brand we enjoy in our daily lives, whether on broadcasts or during tours. We’re excited to transition from just enjoying the product to officially representing it, and we look forward to introducing its appeal to fans all over the world."

This collaboration not only symbolizes a merger between culinary enjoyment and music fandom but also sets the stage for a new marketing blueprint that emphasizes connection and engagement in the global marketplace. With aespa leading the charge, Nongshim aims to redefine the landscape of instant noodles, bringing spicy happiness to an even broader audience than ever before.